Emotions and the Purchase Decision Processes of Green Products: An Exploratory Study with Consumption Emotions Set Scale (CES)

Camila Kolling*, Janine Fleith de Medeiros, José Luis Duarte Ribeiro, Marleen Onwezen, Arthur Marcon

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference paperAcademicpeer-review

Abstract

The present study focuses on the emotional factors and their influence in the decision-making process for the purchase of green products. To provide theoretical and practical support to existing literature, we evaluating individually the role of emotions that are part of the Consumption Emotions Set Scale (CES). The majority of the sample studied preferred to position themselves closer to positive emotions rather than negative when evaluating purchase decision processes for environmentally sustainable products. Emotions most triggered concerning green products were sympathy (for people who buy green products), pride (by buying green products), and joy (by knowing that green products are available). Furthermore, according to our results, women feel more peacefulness, pride, enthusiasm, surprise, relief, and serenity in the green product purchase process and less educated respondents showed more comfort in the process of green product purchase. Regarding the practical implications of the study, the information provided can be used to develop advertising campaigns, both for environmental awareness and for the promotion of environmentally sustainable products.

Original languageEnglish
Title of host publicationIndustrial Engineering and Operations Management - XXVI IJCIEOM, 2020
EditorsAntônio Márcio Thomé, Rafael Garcia Barbastefano, Luiz Felipe Scavarda, João Carlos dos Reis, Marlene Paula Amorim
PublisherSpringer
Pages559-571
Number of pages13
ISBN (Electronic)9783030569204
ISBN (Print)9783030569198
DOIs
Publication statusPublished - 30 Oct 2020
Event26th International Joint Conference on Industrial Engineering and Operations Management, IJCIEOM 2020 - Rio de Janeiro, Brazil
Duration: 8 Jul 202011 Jul 2020

Publication series

NameSpringer Proceedings in Mathematics and Statistics
Volume337
ISSN (Print)2194-1009
ISSN (Electronic)2194-1017

Conference

Conference26th International Joint Conference on Industrial Engineering and Operations Management, IJCIEOM 2020
CountryBrazil
CityRio de Janeiro
Period8/07/2011/07/20

Keywords

  • Emotions
  • Green Product Purchase
  • Pro-Environmental Consumer Behavior

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